You and I are no strangers to the decreasing attention span of Gen Z, which is why Short-form content is buzzing. Soon after TikTok took over the internet, Instagram came up with REELS, following which YouTube introduced SHORTS (look at that, they even put effort into naming it but called it short as its duration was short) because no one likes to miss out. People are now talking about movies in 16:9 ratio as reels got us hooked to it.
But why? Why is it so effective? And how can brands capitalize via them? Let’s see:
We love movies. We don’t have time to sit for 2 hours to get entertained, but we need dopamine every day. Enter, short-form content.
In 15-16 seconds, they make you laugh or cry, they make you feel. Which is why it’s got an influence over people. It has crossed over 1 billion active users globally. Meta announced that Reels make up more than 20% of the time that people spend on Instagram. These videos grab our attention with every reel comes that additional dopamine rush, which makes us keep going on and on. Dolly Singh’s Instagram series, Best Worst Dates truly exploits the vertical frame as short-form content. it forms a narrative which makes users come back to her page for the next part, increasing her reach. It is a brand-integrated collaboration with St Ives. So it’s win-win for the brand and the influencer, too.
Short-form content is engaging. It’s often autoplayed. Remember people using that 1-second beep sound where all of us played on video almost more than 5 times? Brands are also opting for cyclic storytelling, which helps users play the same clip again and again. If you grab someone’s attention in the first 5 seconds, you win! As thrilling as difficult to achieve. These videos are highly shareable, there’s a whole filter bubble on social media. People are judging people based on their FYP and short form content is to be blamed here. The scope of virality and resonated cool factor is compelling brands to come out and experiment with short-form content. This is also the cheapest way, cause what do you mean, I have to spend lacs to advertise one pair of shoes on TV? when you can do that in 15 different reels at much less price. Polished content often alienates people, so these raw videos help. Apps like schmooze got its number because they relied on reels for their marketing entirely.
The very existence of short form content is to persuade people which makes them great tools for marketing. Research shows that 84% of people say they’ve been convinced to make a purchase after watching a brand’s video. While hoping for trends sounds perfect, each brand needs to have a storyline, an X factor that attracts people.Especially Tiktok works on dance challenges, duets or hashtags, which aligns to your content, this helps in better reach. Tell your story, show behind the scenes of products, and testimonials. The point is to keep the users hooked. That being said, be consistent. Have a content calendar and follow it. Reply to comments, ask questions, and run polls. This will help you build a loyal fan base. Another great way to connect with your audience is through user-generated content. Encourage your followers to create content featuring your brand. This not only boosts engagement but also makes your brand feel more authentic.
Video Marketing, or should i say, short-form content marketing is just getting started and it’s here to stay. It’s dominating the industry. If brands are creative enough, they will win. Short-form videos are HOT right now. They’re a super effective way to reach and engage your audience.
Whether it’s TikTok or Instagram Reels, these short videos can help you build a loyal following and boost your brand’s visibility. So, don’t miss out on this amazing opportunity to connect with your audience and grow your business.
